The first Boeing 747-8 completes taxi tests at Paine Field
Not that long ago Boeing entered into the world of social media and I wanted to take a moment to see how it is going.
Personally, I have seen huge changes in the past six months in regards to Boeing and social media. They have come an extremely long way when it comes to connecting with regular people like me and you since I started this blog just over two years ago. By making a huge push, I think they have been highly successful. However, I wanted to see how Boeing feels about their progress.
I decided to speak with Todd Blecher, Communications Director at Boeing based in Chicago, and Bernard Choi, who works for the Communications Department for Boeing Commercial Airplanes in Seattle, to hear their take on Boeing’s progress.
When I asked Blecher if he felt their efforts have been successful he responded with: “I look at success on two levels. The first is whether we consistently generate appealing digital content. The reactions we’ve received since we started using Boeing.com as a storytelling platform and engaging through Twitter lead me to believe that we do.”
Blecher admitted that he wished their numbers were a little higher for the unique content they are creating on their website, but they were very happy with how their efforts at Farnborough turned out. “Our Farnborough micro site was a watershed moment, coming just a few months after we began communicating differently through Boeing.com,” Blecher stated. “We attracted 103,710 visitors who made more than 225,000 visits and 222,300 views of our videos. That was remarkable for us. I’m very proud of that effort.”
A new Cathay Pacific Boeing 777 test flying at Paine Field
On top of making a lot of great and unique content on their website, Boeing has also been making a great effort to interact with their employees, different airlines and fans on Twitter.
I have found that a lot of companies don’t know how to make Twitter work for them. Many will have a Twitter account because they feel they need one, but they don’t know why. Talking with Blecher, I can tell he gets it. “Social media’s value rests in allowing organizations to engage in a dialogue with people around the world that can benefit both sides of that equation, and do that at very low cost,” he explained. Boeing is not on Twitter because they want to look like they are in-touch, they are on Twitter because they want to change how they communicate to the outside world (being media, airlines and fans like you) permanently and more effectively, using technology.
Working Boeing’s three Twitter accounts (@BoeingAirplanes, @BoeingCorporate and @BoeingDefense) is very much a team effort. Blecher watches over @BoeingCorporate, Choi works on @BoeingAirplanes and Maribeth Bruno in Boeing Defense Communication watches over @BoeingDefense. I know that some larger companies have to go through a lot of hurdles to get something posted to Twitter, but Boeing makes it easy.
I have heard of horror stories from other companies, where they want to Tweet something, but it has to be approved half way around the world by five different people. It might take up to 12 hours to finally Tweet and by then, the moment is lost.
Boeing's hangars in Everett, WA (don't worry I was passenger when taking this photo)
Blecher pointed out that Boeing is actually pretty flexible with allowing people to Tweet. All three of them that oversee the Twitter accounts are trained professionals and are able to use their own judgment on what is alright to Tweet. “Since our tweeters are media relations people by trade we all know what’s ok and what’s not ok for a tweet.” Blecher continued, “We’re used to being on a high wire without a net, so to speak. Therefore, most of our tweets aren’t subjected to lengthy review.”
He did clarify that if a Tweet is program related (ie what the 787 might be doing), they will speak with people in that department to make sure they have accurate information. On rare occasions there might be longer discussions before a Tweet goes public.
Choi explained that he might confer with a colleague, but he has the ability to use his judgment when to make a Tweet go live, “I’ll bounce ideas off of my colleagues, but there isn’t an official approval process.” There is a lot going on at Boeing all the time and it can’t all be Tweeted. I asked Choi how he gets his information, like when Randy Tinseth posts a new blog, does he get a heads up? He explained that sometimes he might, “get a heads up that Randy’s got a new blog coming or I’ll just wait like everyone else. I don’t tweet every blog entry, just as I don’t tweet every Boeing news release. It’s fairly subjective. We don’t want to overtweet, so we look for the highlights or just interesting nuggets to tweet. As you can imagine, we’re still learning as we go.” And Boeing has been learning.
Let’s take a look at what happened just last night. Boeing knew it was going to have to announce that the Boeing 787 will be delayed again. They posted their press release and Tweeted out the delay pretty much at the same time. Even though there were rumors that Boeing would release this information, they were the first one on Twitter to have the official confirmation. It was about another 15 minutes before other Twitter people responded to their original Tweet. That is being proactive and not everyone would be willing to Tweet out bad news like that.
Boeing 787 Dreamliner ZA001 during its taxi testing with Dreamlifter in the background.
Boeing has learned a lot from their interactions on Twitter, from posting online media and their Boeing Store Facebook account. They are hoping to use that information to continue to grow their online presence. They hope to launch an official Boeing Facebook page (there is currently an unofficial one with 30,000 fans) and YouTube channel to share videos with the public and believe me, they have some really cool stuff.
Speaking about cool stuff, Boeing is still hip with the idea of having a TweetUp sometime. That is where a bunch of airline nerds like us (don’t take offense to that, just figure you might be one if you’re reading this) get together and talk about airplanes and do some cool things (there was one last year called Aviation Geekfest). One sponsored by Boeing won’t happen soon (there is a lot of red tape), but they are motivated to try and make it work someday (And I will continue to keep reminding them).
They are currently happy with the progress they have made, yet are still cautious about growing their online presence too quickly. “With any of these tools we have to walk before we run,” Blecher explained. “We’re far ahead of where I expected we’d be and while I’d love for us to be moving faster, I realize that trying to move too fast could put our efforts at risk. A couple of high-profile mistakes in the social sphere could really set us back.” That is a very wise approach to take. Many airlines have hopped on to the online bandwagon with great momentum, just to fizzle out with time and leaving people wondering what happened. You also don’t want to be venturing into new technology without fully understanding the impact it could have on your business or your customers.
From speaking with Blecher and Choi multiple times through their transition, I constantly get the feeling that they get it. They aren’t just pushing Boeing into the online realm because it is the new fad. Boeing is very well known for being innovative and cutting edge in many of the things they accomplish. Now they want to take that Boeing innovation mentality to the way they communicate with the outside world.
Boeing 787 Dreamliner ZA003 at Paine Field
Boeing tonight announced another delay in the 787 Dreamliner program. Normally this means comments on new sites will fill with frustration on Boeing inability to get this plane to market. I have some opinions of my own, but before I give them, here is the press release that Boeing released tonight:
The Boeing (NYSE: BA) Company said today that it now expects delivery of the first 787 in the middle of the first quarter 2011.
The delivery date revision follows an assessment of the availability of an engine needed for the final phases of flight test this fall.
While Boeing works closely with Rolls-Royce to expedite engine availability, flight testing across the test fleet continues as planned.
Boeing said last month that the cumulative impact of a series of issues, including supplier workmanship issues related to the horizontal stabilizer and instrumentation delays, could push first delivery of the 787 a few weeks into 2011. The delay in engine availability has extended that estimate to mid-first quarter 2011.
The schedule revision will not affect the company’s financial guidance.
Of course this is something that Boeing is not happy about. Heck it is something I am not happy about either. The 787 has already been plagued with delays. The first issue, in my opinion, was that Boeing made a timeline of completion that was too aggressive and unrealistic. Then we get the workmanship issue with the horizontal stabilizers that wasn’t good and also the more recent failure of a Rolls Royce Trent 1000 engine. However, I feel all these delays will easily be forgotten shortly after the Dreamliner makes it to the market. Remember, this is a very complex aircraft that represents the next generation of airliners.
When Boeing first introduced their first jetliner, the Boeing 707 it was easy to tell it was a totally new type of airplane. It looked unique sporting jet engines instead of props. I feel that the Boeing 787 Dreamliner, like the 707, is the next generation of airliner of its time. I think people have a hard time realizing that, since it doesn’t look all that different from current airlines. Boeing is not the only one experiencing delays building the airplanes of the future.
As Airbus continues to work on their next generation airplane, the Airbus A350, they are not immune to their own delays. Flight Blogger is reporting that the first delivery of the A350 will be delayed until at least 2014. It is still very early on in their process and even though they have learned a lot from Boeing’s delays, I assume this won’t be the last delay for the A350 we will hear about.
Creating the next generation of aircraft is not easy. It has taken some of the best minds in the world at Boeing and Airbus to move both of these programs forward. With with all the know-how, money and drive to succeed, there will be bumps in the road. Previous airliners have seen delays as well through out history and most of those delays are quickly forgotten.
This makes me very sad that I will have to wait a few more months to see the first Boeing 787 in ANA livery carrying passengers. But I tell you what… the first time I am able to fly in a Dreamliner, it will be totally worth the wait!
Shout out to Jon @ FlightBlogger for following this story.
United Express CRJ-700 on the tarmac at Seattle
This flight was something special for me. My first CRJ-700 flight ever and my first United Express flight in quite some time. As I just discussed recently, even though my plane might have “United” on the side, the flight is actually operated by SkyWest under the “United Express” brand.
My flight left early…7am. That meant getting up before I think people should be awake and heading to the airport. At least it was a beautiful morning and I was able to capture a few shots of my CRJ-700 on the tarmac with the moon behind it. One of the gate agents was so taken with the moon she made an unusual announcement letting passengers know they should check out the moon and many passengers flocked to the window. It was kind of cool to see that level of interaction.
United recently started being more aggressive selling upgrades to customers. I didn’t get around to checking in at home, so I did so at the airport. I was asked if I wanted to pay an extra $29 for Economy Plus, which gives you a few inches of extra leg room, you sit at the front of the plane and you get to board earlier. I didn’t feel the need to pony up the $29.00 extra for the 2.5hr flight. Since the flight was overbooked, I had to get my seat assignment at the gate. Lucky for me I got seat 6D, which was Economy Plus and I didn’t have to pay. Due to the overbooking, United was offering $400 travel vouchers which went fast. Everyone who wanted to fly was able to fly.
LA was pretty smog free on this flight...nice!
Before boarding a gate agent came on the intercom and apologized they had no jetway for the flight and we would have to board on the tarmac. Ha! No one should ever have to apologize for boarding on the tarmac. Okay, maybe the average passenger might not like going down the stairs or dealing with bad weather (United does provide umbrellas), but to me it is always worth it. Being down with the plane and boarding on the tarmac is always a welcomed experience.
The take off on the CRJ-700 was amazingly smooth. There wasn’t the big jolt you get with most other airliners. Many pilots I have talked to, see the CRJ-700 as a hotrod. Improved wings and engines over the CRJ-200 make the CRJ-700 a nimble and quick aircraft. It is able to take off quickly, while cruising at Mach 0.78.
Going to the rear of the aircraft was an interesting adventure. Unfortunately when I got up, the sign said no one was in the lavatory, but by the time I got there someone snuck in. Unlike larger aircraft there is no where to stand in the back of the CRJ-700. There is only the last row of seats and then, BAM the bathroom. So, when waiting you are standing in the aisle right next to seats with either your butt, crotch or thigh in their face. Akward for me and has to be annoying for the people in the back. When the passenger came out of the restroom, it was difficult to let them pass me without bumping into the passengers in the back row.
I love boarding on the tarmac!
The rear of the plane is also quite a bit louder. With the combination of the increased sound, not being able to recline your seats and people standing/walking past you to use the restroom, I suggest avoiding sitting in the back if you can. It would surely be worth the $29 to get Economy Plus versus having to sit in the back row.
The flight down to LAX was beautiful and clear, making the scenery a real treat. I only wish it was easier to see out my window in seat 6D. The CRJ-700 has windows pretty spaced out, as you find more with regional jets versus larger airliners. Some seats end up perfectly aligned and others, like 6D, end up in an odd position. On my flight back home I got seat 10D, which is not Economy Plus, but my window was perfect. Even at 6’1″, I would rather have a lined up window than extra leg room, but I know most passengers probably don’t feel the same way.
Even with the hindered view, having the extra leg room on the flight to LAX was nice. On both flights I worked on my laptop (actually writing up this blog) and it was much easier with the extra room (I have a gut that gets in my way, as well). Even with the person in front of me in Economy Plus reclined, I had no problems with my laptop being fully open, but it wasn’t the same in standard seating.
From my own personal experiences and reading those of others, I often have a lower expectation level for regional airlines. I was quite happy with the service, friendliness and professionalism from all four SkyWest flight attendants working the United Express flights.
Even though the plane might be a bit smaller and have a few draw backs (ie don’t sit in the back and go to the restroom before flying), the positives outweigh the negatives. Running smaller aircraft, like the CRJ-700, allows airlines to provide more daily flights and in more cases at a cheaper fare. Getting on and off the plane is much quicker than a larger Boeing 737 or Airbus A320 and if you are an airline nerd (which you might be reading this), you have a greater chance to board on the tarmac.
MORE PHOTOS
Two Horizon Air Q400's at Seattle
Last week I wrote a post about regional airlines and their legacy counterparts and explained how Horizon and Alaska Airline’s relationship is different. Some flights Alaska does pay Horizon to fly, called capacity purchase agreement (CPA), but other flights Horizon flies under its own brand and not being paid by any outside airlines.
Now, it looks like things are changing and Horizon Air will stop flying under its own brand and only fly under CPA. By January 1, 2011 all Horizon brand flights will be converted over to CPA under Alaska.
I spoke with Jen Boyer with Horizon Communications told me, “This is mainly behind the scenes change and do not anticipate any visible changes on the customer facing side.”
I asked if Horizon will be looking for other airlines to fly for and Boyer told me that Horizon will only be working with Alaska at this time and their main goal is to work on increasing profitability. When I asked if the Horizon brand might one day be changed to Alaska, Boyer told me, “the Horizon brand will be on the planes still and out there in the marketplace, no decision has been made to change that aspect at this time.”
Thanks to Dan Webb over at Things in the Sky for pointing out this story!
